Britvic, is celebrating another year of success for its premium adult soft drink J sup2;O, after it was hailed Grocery Brand of the Year at the Federation of Wholesale Distributors 2006 Gold Medal Awards ceremony.
The prestigious award, as voted by the wholesale trade, recognises the importance and scale of J sup2;O in the wholesale channel. “J sup2;O is now worth more than pound;200m in sales in the UK,” said Caroline Cater, Britvic’s business unit controller for take home wholesale.
“Since it was established – originally in the on-premise market – in 1998, J sup2;O has continually driven growth in the adult category by introducing exotic and emerging fruits to the mainstream and attracting new buyers.
“J sup2;O has now grown considerably outside the on-premise channel and has more than doubled its value in the take-home channel in the last two years alone. So it is emerging as important for both free-to-buy pubs in cash and carry as well as retail top-up opportunities with the four-pack format.
“Through innovation we have consistently driven strong performance and reinvigorated consumer interest in the category – whether it be through new flavours, point of sale and display initiatives as well as exciting promotions.
J sup2;O has recently hit TV and cinema screens with a new ad campaign to strengthen the brand’s credentials as the premium soft drink of choice for adults at any social occasion. The ad will run until Easter, reaching 84% of 16-34 year old consumers and will be followed by cinema and digital media support through to summer 2007.
The success of J sup2;O reflects growing consumer demand for premium adult soft drinks and the wide appeal of the brand as a credible drink for social situations. “Wholesalers can expect to see J sup2;O’s success continue through 2007,” said Caroline Cater. “Watch this space for more exciting initiatives this year that will continue J sup2;O’s strong contribution to wholesale businesses.”